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.Management Sciences
Category: Markets, Efficiency And The Public Interest
If Honda uses its company name to cover such different products as its automobile’s lawn mowers and motorcycles, it is practicing which of the following strategies ?
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A. new brand strategy
B. line extension strategy
C. multiband strategy
D. brand extension strategy
Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods ?
A. Affordable method
B. Percentage of Sales method
C. Competitive parity method
D. Objective and task method
All of the following are thought to be sources of new product ideas EXCEPT ?
A. internal sources
B. customers
C. competitors
D. the local library
R&D and engineering first produce the product concept into a physical product during which of the following stages of the new product development process ?
A. Concept development and testing
B. Marketing strategy
C. Business analysis
D. Product development
When companies make marketing decisions by considering consumers wants and the long run interests of the company consumer and the general population they are practicing which of the following principle ?
A. Innovative marketing
B. Consumer-oriented marketing
C. Value marketing
D. Societal marketing
In a example discussed in your text Johnson & Johnson’s recall of their Tylenol product following the discovery that several bottles of Tyloenol had been laced with cyanide is consistent with which business philosophy ?
A. The marketing concept
B. The product concept
C. The selling concept
D. The societal marketing concept
According to the price/quality strategy matrix when a company overprices its product in relation to its quality it is considered to be using which type of strategy ?
A. Good-value strategy
B. Premium strategy
C. Overcharging strategy
D. Snob strategy
A(n) ________ is a name term sign symbol or design, or a combination of these that identifies that maker or seller of a product or service ?
A. Product feature
B. sponsorship
C. brand
D. logo
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